pP Quick Take: What Good Are Corrugated Displays if No One Can See Them?

Via Flickr user Random Retail

The printing technology for corrugated displays and packaging has advanced by leaps and bounds over the past few years. Innovations in high-definition flexo and the emergence of digital printing in corrugated have given brands and converters invaluable tools to leverage corrugated applications to extend their messaging.

But, I was recently forwarded this article, which reveals some alarming numbers. According to the AdvertisingAge report by Jack Neff, recent studies have shown corrugated displays are placed on the floor and visible to consumers less than half of the time they're supposed to be.

Here’s a sample of some of these numbers, according to the AdvertisingAge report:

• 43% — The compliance rate around promotional plans for in-store displays, according to Quri.
• 30% to 45% — The estimated potential sales increase if promotion plans were more closely adhered to, according to Shelfbucks.

The corrugated segment of the packaging industry is no longer flying under the radar, and is more than earning its due with applications featuring prime print quality. With brands and converters investing heavily in this segment, and producing some top notch work, these numbers hit like a ton of bricks. After all, what good is a high-quality print job if it's sitting in the back room of a retail store?

Converters, were you aware of these statistics? And is there anything that can be done, either by printers or brand owners, to make corrugated displays more visible in stores? Please let us know what you think in the comments.